Episode Details

Welcome back to Revise and Resubmit. Today, in our Research Review, we venture into a fascinating exploration of a rapidly evolving frontier in marketing: virtual influencers. Our spotlight is on the groundbreaking study, From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencers, by Rossella C. Gambetti and Robert V. Kozinets, published in the prestigious European Journal of Marketing, an ABDC A* journal.

Imagine a world where the faces of brands aren't just human but fantastical entities—cartoonish, animalistic, even completely nonhuman. Over three years and across ten social media platforms, this study unravels a kaleidoscope of virtual personalities: hyper-human, antihuman, pan-human, and alter-human. These influencers aren’t merely marketing tools; they are storytellers, educators, and even activists shaping consumer beliefs and behaviors in ways we’ve never seen before.

Let’s take a moment to appreciate the brilliance of the authors. Dr. Rossella Gambetti, a professor at Università Cattolica del Sacro Cuore, is a leading voice in consumer culture, branding, and the intersection of technology and society. Her enthusiasm for netnography shines in her deep dives into social media worlds. Partnering with her is none other than Dr. Robert Kozinets, the inventor of netnography and a globally celebrated pioneer in social media research. Together, they bring unmatched expertise and visionary insights that redefine our understanding of virtual influencer ecosystems.

As we unravel this study, one pressing question lingers: Could these imaginative influencers be reshaping not only marketing but also how we define identity in a digital world?

A heartfelt thanks to Dr. Gambetti, Dr. Kozinets, and Emerald Insights for making this cutting-edge research open-access.

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Now, let’s dive into this vibrant universe of killer bunnies, talking cupcakes, and the future of marketing!

Reference

Gambetti, R.C. and Kozinets, R.V. (2024), "From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencers", European Journal of Marketing, Vol. 58 No. 13, pp. 205-251. https://doi.org/10.1108/EJM-12-2022-0948

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